Individualism vs Grouping - UK - May 2009

As the frequency and variety of holidays have grown in recent years, people have increasingly had the means, desire and opportunity to go on holidays catering to their individual tastes: to travel alone, to travel with friends or groups outside of the traditional family/couples format.

Although three quarters of holidays are still taken within ‘traditional’ family or couple units, future demographic trends have the potential to further reshape the travel industry landscape. Office of National Statistics projections to 2031 show that the singles population in England & Wales is set to grow by 31%, accounting for an estimated 45% of the total adult population.

This report explores the dynamics of holiday grouping in terms of who people choose to go on holiday with and issues of travel individualism vs grouping in the contemporary consumer mindset.

Main issues:

What is the extent of solo travel? Is it mainly single people who travel on their own or are those with partners/families increasingly travelling solo?

Are organisations increasingly getting involved in group travel – creating trips for people with shared interests? What is the potential for these kinds of trips?

Which destinations and types of holiday attract solo travellers, groups of friends, couples and families?

Do family obligations prevent people from ‘doing their own thing’ on holiday?

How should companies target different demographic groups on the basis of their attitudes to individualism vs grouping?

Who are the main companies developing products for solo travellers, and where is innovation occurring? How is the economic downturn affecting this market?

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